Ad juxtaposition is important. I was thinking about a tennis tournament my wife was watching one time where I simultaneously saw text displayed on the court for Rolex and Kia. If I were Rolex, I would have been ticked.
Sure, people pay for getting the product name in people’s minds. However, what goes with that in people’s minds is important. Rolex makes sophisticated products, but a certain portion of their pricing is based on mental image.
That image kind of needs to be luxury.
I do not think of luxury when I think of Kia. I’m sure they sell fine cars, but I think of them as economy cars. Rolex, on the other hand, makes me think of gold and platinum. Set the two next to each other and I think less of Rolex and more of Kia.
I hope Kia paid a lot more than Rolex for that ad placement.